Small business marketing strategy
Small business marketing strategy
PSM Marketing builds marketing strategies and written marketing plans for small businesses and startups, then helps carry them out as your outsourced marketing department. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, helps you decide who to reach, what to say and where to spend your time and budget.
Reviewed by Michelle R. Wheeler
Updated October 2026
What a small business marketing strategy answers
A marketing strategy is your plan for winning the right customers without wasting money. A good one answers four questions.
Who are your best customers?
The people or businesses you want more of, based on who has bought from you and who you serve best.
Why should they choose you?
What sets you apart from competitors, in a sentence your customers would recognize and repeat.
Where should you spend your time?
The few channels that reach your customers, such as your website, Google, email, social media or referrals.
How will you know it's working?
A measure for every goal, such as calls, sales, bookings, website inquiries or repeat customers.
How to build a small business marketing strategy
PSM Marketing follows the same process with every small business, adapted to your stage, your market and your budget.
STEP 01
Review what has worked
Look at where your best customers came from and what you've tried so far, so you know what to keep and what to stop.
STEP 02
Set specific goals
Replace “get more customers” with targets you can measure, such as ten new clients a month or a bigger email list.
STEP 03
Define your customers
Describe the customers you want, what they need and where they look for businesses like yours.
STEP 04
Sharpen your message
Write a short, clear statement of what you offer, who it's for and why you're the right choice.
STEP 05
Choose your channels
Pick the few channels that reach your customers best, rather than trying to be everywhere at once.
STEP 06
Assign, budget and measure
Decide who does what and when, what it costs and how you'll measure it. Then review the plan every quarter.
Start with what matters now
A strategy should fit your stage. PSM Marketing helps new businesses focus on the essentials first and add more as you grow.
Strategy vs. plan
Your strategy is the what and why: customers, goals and message. Your marketing plan is the how: channels, owners, timeline and budget.
Why small businesses need a marketing strategy
Most small business owners market in the time left over after serving customers. A post goes up when someone remembers, an ad runs because a salesperson called, and the website hasn't changed in years.
A marketing strategy gives that time and money a direction. It helps you focus on the customers worth the most to you, keeps your message consistent and shows you which efforts actually bring in business, so you can do more of what works and stop what doesn't.
Your outsourced marketing department
A plan only works if someone carries it out. PSM Marketing gives your business a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
Learn more →
Quickstart Package
A marketing plan and the essentials to carry it out, for smaller businesses and organizations, at $2,000 to $4,000 a month.
Learn more →
Fractional CMO
Senior marketing leadership for organizations that already have in-house marketing staff.
Learn more →
Marketing coaching
One-on-one marketing coaching for owners, leaders and staff who want to build their own skills.
Learn more →
Marketing services for small businesses
Marketing strategy
A written plan with goals, audiences and a measure for every initiative.
Website design
Fast, mobile-friendly websites that explain what you offer and make it easy to buy, book or call.
SEO and local SEO
Rankings in Google search and the map results for the products, services and places you want.
Branding
A logo, colors and messages that make your business easy to recognize and remember.
Content + communications
Newsletters, articles and social posts that keep customers coming back.
Marketing coaching
One-on-one coaching for owners who handle marketing themselves and want to do it better.
Also for small businesses: Website design for small businesses · SEO for small businesses · All small business marketing
What small business owners say
“My experience with PSM was nothing but fantastic. They created a small business package that was a perfect fit for our needs [...] We are excited to continue this partnership with them for years to come!”
— Belen Rodriguez, Google review
“Michelle and Terrie are amazing! Their enthusiasm for what they do was apparent the first time I met them. Since then they have created our 2025 marketing plan and a new clean, polished website. We are so excited to bring our brand to the next level wtih PSM's help!”
— Kim Peterson, Google review
“As a small, side-hustle startup with dreams of being bigger, we came to PSM to make us look professional, and help guide our brand and style concerns. [...] within 2 iterations PSM was able to guide us to our new logo and style guide. In addition, Michelle was able to help us prioritize what was important for us now, and talk about how they can grow with us in the future.”
— Jason Uphoff, Google review
Small business marketing strategy: questions
What is a small business marketing strategy?
It's a small business's plan for attracting the right customers: who they are, why they should choose you, which channels you'll use and how you'll measure results.
Does a small business really need a marketing strategy?
Yes. Without one, it's easy to spend time and money on marketing that doesn't bring in customers. A strategy helps you focus on what works.
How long does it take to build a marketing plan?
PSM Marketing starts with an assessment of your current marketing, then presents findings and recommendations before writing the plan. Timing depends on the size of your business.
Do you work with startups?
Yes. PSM Marketing works with new businesses building their first brand and website, as well as established businesses ready to grow.
How much does small business marketing cost?
Outsourced marketing runs $4,000 to $10,000+ a month on 12-month agreements. Many small businesses start with the Quickstart Package at $2,000 to $4,000 a month.
Do you work with small businesses outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with businesses across the country by video.
Small business marketing insights
Let's talk about your business's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.